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Better Product Quality May Lead to Lower Product Price

Abstract : This article analyzes the conditions under which better product quality implies higher or lower product price. In an optimal control framework, I make the following assumptions: The firm sets the dynamic pricing and product innovation policies; product innovation raises quality, which drives production cost, and consumers are sensitive to price and quality. I derive a rule of price-quality relationship that stresses the influence of quality on price through the effects of cost (positive), sales (negative), and markup (positive). This article shows that, while maximizing profit and despite a quality and cost increases, the firm may decrease product prices because of the possibility of generating more sales as a result of combining better quality with lower price. This sales effect solves the puzzle of a negative price-quality relationship. More generally, the sales effect mitigates the ability of price to convey information about quality.
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Contributor : Elisabeth Lhuillier Connect in order to contact the contributor
Submitted on : Tuesday, September 19, 2017 - 11:59:21 AM
Last modification on : Thursday, November 4, 2021 - 11:58:07 AM

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Régis Chenavaz. Better Product Quality May Lead to Lower Product Price. The B.E. Journal of Theoretical Economics, 2017, 17 (1), pp.1--22. ⟨10.1515/bejte-2015-0062⟩. ⟨hal-01590011⟩



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